Table Of ContentPro Logo
Brands as a factor of progress
Michel Chevalier and Gérald Mazzalovo
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General Advisor to Palgrave:
Professor Christian Pinson, INSEAD
Translation:Joe LaCour
Pro Logo
Brands as a factor of
progress
Michel Chevalier
and
Gérald Mazzalovo
© Michel Chevalier and Gérald Mazzalovo 2004
Softcover reprint of the hardcover 1st edition 2004 978-1-4039-1825-3
All rights reserved.No reproduction,copy or transmission of this publication may be
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accordance with the Copyright,Designs and Patents Act 1988.
First published 2003 in France by
Éditions d’Organisation
asPro Logo:Plaidoyer pour les marques
This edition published 2004 by
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ISBN 978-1-349-51411-3 ISBN 978-0-230-50889-7 (eBook)
DOI 10.1057/9780230508897
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10 9 8 7 6 5 4 3 2 1
13 12 11 10 09 08 07 06 05 04
Contents
List of figures viii
List of plates x
Acknowledgments xiii
Introduction 1
Part I
The world of brands 7
1 What is a brand? 11
The brand as contract 12
Brands and time 15
Brands and industrial sectors 21
Brands and society 26
The brand and its signs 27
2 Anti-brand communication 41
Models under protest 43
Yelling to be heard 47
Arrogant brands 56
Conclusion 68
3 From value to progress 70
The generation of wealth 72
Promotion of the process of innovation and creation 74
Perfecting markets 77
Promotion of multiculturalism 82
Progress engendered by consumers 83
Conclusion 87
v
vi CONTENTS
Part II
Brand management 89
4 Brand identity 93
A still too unfamiliar concept 94
Tools for analyzing brand identity 97
Brand identity and consumer identity 125
The limits of the concept of identity:strategic and operational
implications 130
The responsibilities of the company 135
5 The brand life cycle and the global dimension 138
Measuring a brand’s strength 142
The birth of a brand 143
Growth of a brand 145
Conclusion 154
A brand’s maturity 155
Decline,relaunching,and death of a brand 156
Global brands,local brands 161
Conditions and advantages of a global strategy 161
6 The brand audit 165
The chain of communication 166
The brand audit 175
The limits of the audit 188
Criteria of good brand management 190
Part III
The role of the consumer 201
7 Consumers’behavior 205
Towards a formalization of purchasing behaviors 206
Personality and values 209
The notion of perception 210
Attitudes and preferences 213
The purchase decision 214
The influence of the group on individual behaviors 216
Conclusion 219
8 Consumers’power 221
An ethical counterbalance 222
Virtues of the act of purchase 225
The limits of consumer power 227
CONTENTS vii
The rational consumer 233
The responsible consumer 236
Conclusion 237
9 Structured consumer action 239
The emergence of consumer law 240
The power and scope of consumer movements 248
Boycotts and their effectiveness 251
An assessment of boycotts and the true means of
consumer advocacy 259
Part IV
Conclusion 263
10 Brands and globalization 265
Global brand,or “global”as a brand? 266
Brands and multinationals 269
Brands and cultures 273
To conclude 280
Postscript 282
Index 284
List of figures
1.1 Estimation of the financial value of brands by Interbrand,
in US$ billion 9
2.1 Impact of the 1991 Benetton campaign (percentage by 53
age group) 54
2.2 Impact of the 1991 Benetton campaign (percentage by
income level) 54
2.3 Comparison of the 1991 Benetton campaign with the
Ipsos standard 55
4.1 The dimensions of brand image 99
4.2 The brand identity prism 101
4.3 The brand identity prism applied to Chanel (early 2000) 102
4.4 The brand identity prism applied to Hermès (early 2000) 103
4.5 Levels of analysis or definition of a brand universe 106
4.6 Levels of definition of the Taurus universe (effective status in 1997) 108
4.7 Levels of definition of the Taurus universe:recommendations 109
4.8 Semiotic square of consumption values 111
4.9 Analysis of Ferragamo’s positioning in 1992 112
4.10 Main values related to egg consumption 114
4.11 Analysis of communication for Calvin Klein perfumes with
the introduction of CK One 114
4.12 Two major categories of brands 115
4.13 Two major categories of brands:a few examples 116
4.14 National spirits 118
4.15 Semiotic mapping of consumer values 119
4.16 Semiotic mapping of consumer values:specificities of the
four quadrants 120
viii
LIST OF FIGURES ix
4.17 Semiotic mapping of consumer values:a few examples of
brand positioning 121
4.18 The narrative schema applied to brands 122
4.19 The narrative schema applied to Taurus 123
4.20 The semiotician’s place in the organizational chart 125
4.21 Brand identity project:operational implications (actual example) 131
4.22 The place of the brand identity study in relation to other
projects (example) 132
4.23 Place of brand identity in company strategies 134
4.24 Phases of brand identity definition project (actual example) 135
5.1 Life cycle of brands:the different phases and examples of
positioning 139
5.2 Sales of Gucci products 140
5.3 Life cycle of brands:relaunching 140
5.4 Bulgari sales 141
5.5 Hermès sales 142
5.6 Ferragamo sales 142
5.7 Ericsson sales 146
5.8 Nokia sales 147
5.9 Kodak sales 157
5.10 Strategies of geographical extension,as a function of the
potential for universalization of the brand identity 161
6.1 The chain of communication:the three critical transitions 167
6.2 Taurus:brand identity:what it is and what it isn’t 168
6.3 Taurus:advertising brief 169
6.4 Taurus:preliminary brief for a new store architectural concept 170
6.5 Taurus:brief for product development 171
6.6 Chains of communication:the competition for
consumers’attention 176
6.7 Brand audit methodology 177
6.8 Synthetic flow chart of factors of brand success 198
7.1 Acts of purchase by type of resolution 215
7.2 Purchase acts by degree of consumer involvement 216
7.3 Consumers’purchasing behavior 217
8.1 Price elasticity as a function of income 229
10.1 The cultural pyramid 274
